Belgian Boys: Driving Joy and Growth on Instacart

Belgian Boys, a brand known for its indulgent-yet-wholesome breakfast options with a European twist, is transforming the morning routine for families everywhere. Their mission is to help families prep less and indulge better with whole-ingredient breakfast foods designed to bring joy to every bite. 

Belgian Boys began leveraging Instacart Ads in 2019, looking for an effective way to reach more consumers and make an immediate impact on their velocity. For an emerging brand working with small budgets, Instacart proved to be the perfect solution to achieve measurable results quickly.

“Instacart was a great tactic we could use to immediately drive impact,” said Anouck Gotlib, CEO of Belgian Boys. “It allowed us to do more and helped us scale within our retail partnerships.”

Significant Results from Instacart Advertising

Since launching on Instacart, Belgian Boys has seen powerful results that continue to validate Instacart's role in the brand’s growth strategy.

• Instacart has consistently delivered strong returns on investment while driving in-store velocity, making it an essential performance marketing tool for the brand.
• Year over year, Belgian Boys continues to see increased consumer engagement and digital penetration.

The ability to meet high-intent consumers at the digital shelf has not only sparked brand awareness but also transformed consumer interest into purchase behavior, creating a complete funnel from inspiration to conversion.

A True Partnership with Instacart

Belgian Boys has developed a close partnership with Instacart, working collaboratively to overcome challenges and uncover opportunities for growth.

“Our relationship with Instacart feels like a true partnership,” said Gotlib. “Whenever we encountered roadblocks, they were addressed quickly and creatively. The team consistently brings fresh ideas and helps us connect with shoppers in meaningful ways.”

From beta programs to tailored advertising strategies, the Belgian Boys team credits Instacart’s fast, innovative, and solution-driven approach as a major contributor to their success.

Integrating Instacart into the Marketing Mix

For Belgian Boys, Instacart’s role extends beyond performance marketing. The platform has become a key piece of their full-funnel strategy, bridging awareness with action and complementing retail media and brand campaigns.

“Advertising on Instacart helps us drive trial and stay top of mind at the digital shelf,” said Gotlib. “It allows us to reach high-intent shoppers right when they’re filling their carts—and that’s priceless for creating real conversion opportunities.”

Belgian Boys has also emphasized the importance of e-commerce channels, like Instacart, in driving omnichannel growth. While most of their products are purchased in-store, platforms like Instacart have a profound influence on offline sales by improving visibility and brand familiarity for consumers.

Momentum and Expansion Ahead

As they look ahead, Belgian Boys is focused on scaling with intention while maintaining the joy and purpose that defines their brand.

In 2024, Belgian Boys achieved a major milestone by being named to the list of fastest-growing emerging brands on Instacart, further solidifying the impact of their efforts. The achievement reflects their ability to deeply resonate with consumers, fueling household penetration and pushing category growth.

With a commitment to improving mornings for families everywhere, Belgian Boys is continuing to redefine the breakfast aisle one joyful bite at a time—and Instacart remains an essential partner in that journey.

Prior results do not guarantee future outcomes. 

This post contains third-party claims and advertisements.  Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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